The world of video entertainment is undergoing a significant transformation as streaming television emerges as a dominant force. A recent study conducted by FreeWheel, in collaboration with GWI, reveals that connected TV (CTV) is rapidly gaining popularity among viewers of all ages. The research, which surveyed 630 million streamers across 11 countries, found that 74% of these individuals engage with CTV daily for an average of 1 hour and 47 minutes. This trend highlights the growing preference for streaming platforms over traditional TV viewing methods. Moreover, nearly half of the global consumers aged between 16 and 64 watch streaming services at least once a month, with one-third tuning in weekly through smart TVs.

Generational and geographical trends are reshaping the way people consume premium video content. The study uncovered that younger audiences, particularly Gen Z, are increasingly aligning their viewing habits with older generations. Contrary to popular belief, over half of Gen Z respondents revealed they organize their evenings around the TV set, a behavior observed across all age groups. Shared experiences play a crucial role, as 60% of viewers regularly watch content with family or friends. Additionally, the appeal of classic shows and series remains strong, with 64% of Gen Z enjoying re-watching favorite programs. This indicates that brands should consider integrating nostalgic content into their media strategies to effectively reach diverse demographics.

The shift towards ad-supported streaming is creating new opportunities for advertisers and broadcasters alike. The research shows that attitudes toward advertising are evolving, especially among younger viewers. Sixty-eight percent of Gen Z respondents find ads more appealing when tailored to their interests, while 47% are willing to share personal data for personalized ad experiences. Despite differences in preferences, there is consensus on the importance of balanced ad exposure. As the TV ecosystem continues to evolve, understanding the flexibility and changing habits of viewers is essential for advertisers to capitalize on the immense potential offered by streaming platforms. Embracing this shift can foster greater engagement and bring generations together through shared entertainment experiences.